Friendly's celebrates 75th birthday

Photo courtesy of Friendly's

By Gal Tziperman Lotan, Globe Correspondent

Some sweet Monday morning news: Wilbraham-based ice cream and casual dining chain Friendly Ice Cream Corp. turned 75 yesterday.

The company plans to celebrate its anniversary today at its headquarters.

Friendly’s restaurants, known for their ice cream, extra-thick milk shakes, and burgers, have taken hits in popularity and revenue since the company’s peak in the 1980s. The number of locations dropped from about 825 in the ’80s to 504 today, and the number of diners shrank significantly during the recession.

But chief executive Ned Lidvall said he is optimistic about what the economic recovery will bring. The company's new brand, Friendly's Express, is a quick-service version of traditional Friendly's restaurants. Three locations are currently open, and Lidvall said he expects another three by the end of the year.

“We are, as a company, aggressively preparing for rebound,” he said. “We know recessions don’t last forever. We’re of a growth mentality and growth mindset.”

Click here for a photo gallery of some iconic Friendly’s products, from the Fribble to the Burgermelt, and important moments in the company’s history.